#TITLE_ALTERNATIVE#

• Main Author: RADIATNI ISKANDAR (NIM 19005046), KANINIA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/10750
• Institution: Institut Teknologi Bandung

X's is one of product line produced by PT. XYZ that focuses on beauty product. Today, X's already become the leader and one of the largest face care product for women. X's management always tries not only to sell their beauty product to the customer, but they also try to build relationship with the customers. Through various events, they want to make their customers not only buy the product, but also to interact with the brand in order to make closer relationship. One effective approach that can be used to achieve their goal is the development of brand community. Before implementing the brand community, it is very important to measure the chance for X's Institute to build brand community in Bandung. This can be done by measuring the respondent's intention to become the members, their value about beauty and socialization, their perception, and their current experience with X's.<p> <br /> <br /> <br /> <br /> In doing the research, exploratory and conclusive research are done to gather detail information. Literature study becomes the method to gather initial information about current customers' perception about beauty, their current relationship with beauty product, and also their relationship with the other customers. For conclusive research, descriptive research through multiple cross sectional method is done by using questionnaire. The target populations from this research are female students from favorite high school in Bandung. Type of sampling procedure is judgment sampling (non-probability sampling).<p> <br /> <br /> <br /> <br /> The finding toward this problem was that the chance for X's to develop brand community in Bandung is quite large. Most respondents already have the same value related with beauty and socialization. Most of them also want to join the brand community. They also give very positive answer about the overall perception about X's that indicate that they already like the product. But, there are several things that must be considered before the company decide to implement the brand community in Bandung. The interaction between Pond's and the customers considered low. Most of them never attend Pond's event and they also not familiar with the services provided by X's. This is very important because interaction between brand and customers is the key factor to build brand community that will give significant benefits for X's.